Research and Collaboration
Turn Insight into Industry Impact
As an institute of higher education, AIHM is actively exploring the factors that drive excellence in hospitality. Our faculty are currently expanding AIHM’s research activities, with a focus on how education, service design and workforce development intersect in real-world hospitality contexts.
Hospitality Research Rooted In Practice
In February 2024, AIHM hosted its first Employer Forum, bringing together industry leaders and students to explore generational dynamics in hospitality. The research arm of the initiative was led by Dr Yuth Thongcharoen, an educator with over two decades of experience in business communication, public speaking and intercultural studies.
Prior to joining AIHM’s faculty, Dr. Yuth served as a lecturer at Assumption University for nearly 12 years, where he specialised in Business English, Public Speaking and Research Methodology.
He has also taught at several other Thai universities in full-time and guest lecturer roles and holds a PhD in Language and Communication. His peer-reviewed conference paper, “Bridging the Gap Between Expectations of Current Hospitality Leaders and Young Employees’ Motivations: A Qualitative Research Endeavor into Multi-Generational Discrepancies”, marked the beginning of AIHM’s applied research efforts.
We’re building on this momentum with research into service innovation, hospitality communication, and the learning preferences of new generations.
Research Focus Areas
Bridging Generation Gaps
in Hospitality
Investigating how employer expectations align—or don’t—with Gen Z motivations and values in the workplace.
Service Innovation and Guest Engagement
Exploring how hospitality teams adapt to evolving guest needs and cultural expectations.
Hospitality Learning and Career Development
Examining how coaching, training and curriculum design improve performance and employee growth.
Collaborate With Our Researchers
Reach Out To Us
Let’s explore how we can create meaningful insights for the future of hospitality together.
FAQs
We want to test a new service or training model. Can AIHM co-research with us?
Yes. AIHM collaborates on applied research and pilot projects that explore customer experience, leadership behaviour, and organisational learning within real business settings.
We help design and execute studies that generate insights and practical results.
We’re launching a new employee-development initiative. Can AIHM help evaluate its impact?
Yes. We assist with baseline design, data collection, and impact assessment, ensuring your results can be clearly demonstrated to management or partners.
Could AIHM help us publish or present findings?
Yes. We support joint white papers, conference presentations, and case studies that highlight innovation and share best practices across the industry.
We’d like to host a knowledge-sharing event. Does AIHM co-organise forums or seminars?
Yes. We frequently co-host industry roundtables, guest lectures, and knowledge exchanges that connect academic and business communities.
I’m an academic interested in collaboration. Do you work with scholars from other universities or organisations?
Yes. AIHM actively welcomes collaboration with universities, research centres, think tanks, and individual scholars in Thailand and internationally.
We partner on joint studies, visiting lectureships, and co-authored publications in hospitality, education, service innovation, and leadership development.
Our faculty combine academic rigour with industry insight, making AIHM an ideal partner for applied, cross-sector research that bridges academia and industry.
Who should we contact to propose a collaboration?
📞 Wanlapa Samrit (Ou), Business Development Manager
Tel: +66 (0) 946 6349 7733 • Email: wanlapa_sa@www.aihm.ac.th
[Discuss research opportunities.]
